We look at how Kanye West’s and adidas Yeezy brand has changed street culture in London, pushing new ideas and aesthetics into the street culture of the capital.
Words by Offspring Community member Jagveer Chahill @jagveer_chahill
HISTORY
At the end of 2013, adidas along with producer and rapper Kanye West sent waves through the sneaker industry with adidas announcing they had signed the multiple Grammy-winning artist to a deal. Promising him creative freedom, the world was itching to see what ideas he could bring forth.
The Yeezy name was carried over from his past ventures into sneakers, yet Kanye and adidas worked hard to distance themselves from his previous product. It was in 2015 we saw the first product from the partnership, the launch of the Yeezy Boost 750 and the 350. The 750 featured a suede upper, zipper on the heel as well as a Boost midsole, something which was synonymous across both silhouettes. The 350 grabbed onto the popularity of the runner silhouette at the time, it was sleek, with an upper made of adidas knit.
Soon after Kanye and adidas began working on new silhouettes. The 350 V2 and the Yeezy Boost 700 are some of the most notable. The V2 only further improved on the OG 350, the shape was aggressive, and it featured a thicker Boost midsole. The 700 focused on capturing the essence of the dad shoe trend at the time of release in 2017, and putting Kanye's spin on it. Both silhouettes are still relevant today, showing the timeless nature of the design.
Currently, Yeezy’s aesthetic has changed drastically, the Foam Runners, 380 and 450 are just some examples of Kanye exploring new ideas. The brand is now leaning into an alien-like aesthetic, promoting minimalistic looks. The new organic design philosophy is now influencing other designers due to its popularity with consumers.
IMPACT ON LONDON STREET CULTURE
For years London has been a hub for sneaker culture, it’s woven into the streets of the city and is influenced by grime, rap and hip-hop which is at the heart of street culture. When the adidas Yeezy initially launched in 2015, the sneaker culture in London was very much focused on runners, this style of silhouette had been around for years yet it was most prominent at that point in time. Yeezy capitalised on this, re-inventing expectations with the Yeezy Boost 350. The use of Boost had been seen a year prior in the adidas Ultra Boost which had also cemented itself on the foot of sneakerheads in London. Comfort had become key to the people of London and it was at the forefront of Yeezy products.
The brand has consistently impacted street culture through its futuristic designs. It has to be acknowledged that Kanye's music also drove hype and excitement for the brand, coming off the back of ‘The Life of Pablo’ many were interested to see what was next from his partnership with adidas. Music and sneakers are connected in London, so with Kanye being at a peak in his career, the talk on the streets was all about Yeezy. The street culture in London promotes innovation and diversity which is one of the reasons why Yeezy had become incredibly popular, people had not seen designs like them before. This still rings true to the present day with new organic designs such as the Foam runners being talked about and seen around London. The brand has also had its influence on fashion in London, cropped hoodies, and military-esque outfits are becoming a commonality around the city as they compliment the Yeezy silhouettes.
Kanye’s innovative ideas helped the brand to differentiate itself from others in the market. The likes of the 380 silhouette and the Knit Runner are niche but also moving the market and street culture into a new unexplored direction. It's safe to say London is willing to explore this new direction as more people in the city are leaning toward this new aesthetic, minimalism is becoming increasingly popular in and around London, proving that Yeezy still retains its impact on street culture in London, influencing footwear choice along with people’s style of clothing through the release of new silhouettes.
FUTURE OF YEEZY
The brand is now excelling in its designs. New styles emphasise the alien and minimalist aesthetic. The Knit Runner, 450 and 380 along with the 700 V3 all embody new designs from Kanye West’s brand. Moving forwards we can't wait to see what else he can show in the future, the partnership constantly evolves which is reflected in the products put out by the brand over the years. Yeezy has consistently remained in sneaker culture, staying relevant whilst the industry changed, Yeezy has become a common name in London, with releases being easier to get than before as Kanye wants his product in the hands of consumers. There is no doubt that the Yeezy legacy will continue, one way or another.
Check out the OffspringHQ for info on the Yeezy Boost 350 V2 release.
